They're the executives who lead their organizations through good times and bad. They're the ones who help establish the best practices in business marketing for their respective industries. They're BtoB's Who's Who. The 100 individuals we spotlight know how to get the job done, whether it's developing integrated campaigns, launching new publications, providing key insight into industry trends, creating new applications and services, or lobbying the government. We've selected individuals in 10 categories: marketing organizations, advertising agencies, creative units, direct and database, search, business media, services and technology, public relations, analysis and academia, and associations. Nominations came from readers, corporations, industry experts and our editorial staff. We've selected one person from each category to profile.
CONNIE WEAVER, EXEC VP-PUBLIC RELATIONS, MARKETING AND BRAND, AT&T CORP.
Connie Weaver, exec VP-public relations, marketing and brand at AT&T Corp., had a big job this year: Repositioning AT&T from a telecom company to a leading provider of networking and communications services.
As the head of AT&T's corporate marketing and brand strategy, Weaver oversaw the launch of the company's $200 million ad campaign, developed by Y&R Advertising, New York. The campaign, which broke in February with the tagline "The world's networking company," is AT&T's largest b-to-b branding campaign ever.
The campaign came on the heels of a very challenging few years for the telecommunications industry. "There was tremendous upheaval in the market in general," Weaver said, pointing to corporate bankruptcies, including WorldCom's, and the telecommunications slump in general. Also, within the course of a year, AT&T spun off its wireless and broadband businesses.
"People thought more about ports and pipes than the importance that networking plays in so many businesses today," Weaver said. "It was our objective, just as it is our business strategy, to bring that to life and show what services we provide."
Weaver said she will never forget the day in August 2003 that the marketing team reviewed the boards of a campaign that had been developed following months of research. "We wanted the campaign to be aspirational but credible," she said. "When we went to test it, we realized we had overreached a little bit."
Weaver said the effort didn't do a good job explaining what AT&T was and where it was going. "You have to sit there and say, 'Do I go with it?'-which was clearly the easier route-or do I say, 'It is not right,'" Weaver said. "That was a very difficult day."
AT&T made the decision to pull the campaign and start over again, and it took another six months of development before the new campaign was ready.
The result was an integrated campaign that uses dramatic images and provocative copy to showcase AT&T's networking services in areas such as security, Voice over Internet Protocol and virtual private networks.
Weaver said the first wave of research has shown better-than-expected results, including 35% top-of-mind awareness among the target audience, which was double what AT&T was expecting.
"It surpassed every metric we set for ourselves," Weaver said.
For her role in the campaign, Weaver was named 2004 Communicator of the Year by the Business Marketing Association.
Weaver is also president of the AT&T Foundation, a philanthropic organization that supports education, the arts and culture.
Prior to joining AT&T in 1996, Weaver held leadership positions with responsibility for investor relations and financial communications for Microsoft Corp. and MCI Communications.
BRIAN FETHERSTONHAUGH CHAIRMAN-GLOBAL BRANDS, OGILVY & MATHER WORLDWIDE
Brian Fetherstonhaugh has a passion for brands. As chairman of global brands for Ogilvy & Mather Worldwide, he oversees brand management for the agency's 20 largest global clients, including IBM Corp., DHL, Cisco Systems and AT&T Wireless.
Fetherstonhaugh, who began his career in brand management at Procter & Gamble Co., has been with Ogilvy since 1983, and it's been speculated that he will eventually succeed Shelly Lazarus as chairman-CEO of the agency.
One of Fetherstonhaugh's crowning accomplishments has been his work on the IBM account, which was awarded to Ogilvy a decade ago.
As chief operating officer for the IBM account, Fetherstonhaugh directed an agency team of more than 800 people in 39 countries. Significant campaigns for IBM included the launch of "E-business" in 1997, which defined a new terminology for the electronic business world, and "E-business on Demand" in 2002, which promoted a new vision for meeting customer expectations.
In 2002, Fetherstonhaugh was named to his current position of global brand chairman, with expanded responsibilities beyond the IBM account.
One of his recent accomplishments was the launch of a $150 million campaign last month for DHL, positioning the company as a global leader in shipping. Ogilvy won the DHL account in late 2003, following the shipping company's acquisition of Airborne.
The campaign has the tagline "Competition. Bad for them. Great for you," and seeks to position DHL as a top-tier competitor with FedEx and UPS.
Fetherstonhaugh said one of his priorities is understanding how clients can use new media to extend the reach of their brands and increase their marketing ROI. "There is a growing range of options well beyond the traditional media of print and TV," he said. "They will continue to play an important part, but we are finding new recipes that include business partner communications, Web, live events and ways to unlock word of mouth, which are all very relevant to b-to-b."
As part of its effort to understand new media, OgilvyOne hosted a client summit on June 17 at the Guggenheim Museum in New York to debate how marketers could use new technology to extend their brand reach.
Another key priority in the b-to-b space is developing new ways to reach the small and medium business (SMB) market, Fetherstonhaugh said. So far this year, Ogilvy has hosted two global summits on the SMB marketplace.
"It is a crucial growth area for many of our global clients," Fetherstonhaugh said, pointing to IBM, Cisco, SAP, DHL and American Express Co.
DON SCHNEIDER, EXEC VP-EXECUTIVE CREATIVE DIRECTOR, BBDO NEW YORK
During his 23-year career at BBDO, Don Schneider has produced memorable ads such as the Cindy Crawford Super Bowl spot for PepsiCo and the talking chimp spot for HBO. And with the launch of General Electric Co.'s rebranding campaign last year, he demonstrated his strengths in b-to-b.
Schneider is exec VP-executive creative director at BBDO New York, which handles work for b-to-b clients including GE, FedEx, OfficeDepot and Cingular. He said the creative process is the same for b-to-b as it is for consumer campaigns.
"Strategic planning is totally cognitive," Schneider said. "We'll sit around with GE or the account team and figure out the business situation and what we need to fix or emphasize. Then we start the creative part, which essentially is sitting around and waiting to be inspired."
For the GE campaign, which was launched in January 2003, the agency was challenged with repositioning GE from a maker of appliances to an innovative company with interests ranging from jet engines to wind power.
"We couldn't completely abandon everything we had ever done," said Schneider, referring to the previous GE tagline and positioning, "We bring good things to life."
"But we had to make it different enough to turn the boat a little bit; and it is a big boat." To rebrand GE, Schneider and his team came up with the tagline, "Imagination at work," which focuses on the inspiration behind the products.
For example, in an ad for GE aircraft engines, a jet engine is attached to the Wright brothers' airplane.
"We could have talked about a jet engine, but the magic lies in telling the story of the first flight and the idea that inspired it," Schneider said.
To create a successful integrated campaign, he said, all the elements must fit seamlessly together, as they did with the GE effort. "You have to make sure that no matter what the medium is-outdoor, print, TV-it has to appear that you have the same voice. You have to feel like you have the same guy back there talking. That's where you get the synergy."
Schneider is now shooting the next round of TV spots for GE's health business, which will break during the Summer Olympics, Aug. 13-29.
Schneider began his career at BBDO in 1980 as assistant art director. He was promoted within the creative department to his current title in 2003. In 1997, Schneider was named to the board of directors of BBDO New York.
RALPH DRYBROUGH, CEO, MERITDIRECT
Four-year-old list manager MeritDirect has been on a new-business tear in the past year, netting more than a half-dozen additional b-to-b clients, including Penton Media and Advanstar Communications.
CEO Ralph Drybrough had vowed to establish the company as a b-to-b controlled circulation list specialist, in addition to its strengths in business catalogs and e-mail clients. "We set this as an objective two years ago," he said.
The Advanstar win in December was especially big for MeritDirect. The publisher's 129 lists, comprising almost 3 million names, represent about 20% of the b-to-b lists MeritDirect now manages.
Ilene Schwartz, director of lists and database marketing for Advanstar Lists, said MeritDirect won the publisher's lists based on its strategic ideas, market intelligence, data enhancement expertise and the experience of key executives who would handle the account.
Drybrough attributed MeritDirect's success to surrounding himself with talented people. "So many things in this business hinge on great people," he said. "Rob [Sanchez, senior VP and partner,] and his team are largely responsible for having accomplished the wins," he said.
MeritDirect recruited up-and-comer Jeff Moriarty from Reed Elsevier's DM2, where he was sales and marketing director, to manage the Advanstar account. "The fact that we could make clear to the Advanstar people that Jeff would come our way with a decision on their part is a big factor that drove Advanstar [to hire us]," Drybrough said.
Last month, MeritDirect announced it will manage Penton Media's lists, totaling more than 1.6 million subscribers and customers in niche b-to-b markets, including industrial and business management, engineering and technical, industrial safety, and hospitality and government. The lists, which include 10 databases, 37 postal and 23 e-mail lists, had been managed in-house.
Drybrough said the Advanstar win helped MeritDirect land the Penton account. "A list manager with a broad stable of publications covering many vertical markets is a desirable place to be if you have a similar stable of publications," he said.
MeritDirect has a strong b-to-b list brokerage business, particularly through its Meritbase cooperative database. The brokerage work has given MeritDirect greater exposure to potential clients on the list management side, Drybrough said. Business products cataloger New England Business Service said its list brokerage relationship with MeritDirect was a big factor in appointing the company as its list manager.
SERGEY BRIN AND LARRY PAGE, CO-FOUNDERS, GOOGLE
Search engine giant Google has had such a profound effect on popular culture that the word "google" is today used as a verb in casual conversations.
Co-founded by Sergey Brin and Larry Page while the two were students at Stanford University, Google commands more than a third share of the search engine market (34.7%, according to comScore), a market that derives revenue from advertising.
The search marketplace is red hot right now and growing. Search engine marketing is currently the biggest contributor to online advertising revenue. Google fields an average of about a billion searches per month.
The company will soon carry out one of the most highly anticipated initial public offerings ever among technology companies. In its recent SEC filing, the co-founders indicated that the company earned $105.6 million last year on $961.8 million in revenue. The IPO is expected to value Google at between $15 billion and $25 billion, according to reports.
Because of the company's enormous popularity and influence, Brin-who serves as co-founder and president, technology-and Page-who serves as co-founder and president, products-were able to call the shots on its bid to go public. They intend to sell all the shares in the offering in an auction-style process, a method similar to the company's auction-based advertising model.
The company is also bucking Wall Street tradition with its decision not to report its performance on a quarterly basis.
In a letter from the founders, Larry Page wrote, "A management team distracted by a series of short-term targets is as pointless as a dieter stepping on a scale every half-hour."
Despite or perhaps because of their quirky business approach, the 30-something co-founders are credited with continuing to drive innovation within the company on their own terms, rolling out new products and services on an ongoing basis to compete with the likes of Yahoo! and Microsoft in an uber-competitive race for market share and ad dollars.
Innovations include Gmail, a search-based free Web e-mail service with storage capacity that was announced in April; a local search functionality the company announced in March that is fully integrated with the Google engine; an updated enterprise search integrated hardware/software product that enables corporations to deliver Google-quality search results on their intranets and Web sites; and last year's introduction of AdSense, a contextual advertising product for online publishers.
All of Google's innovations are a bid to fulfill its self-stated mission: "To make the world's information universally accessible and useful."
JIM SPANFELLER, CEO, FORBES.COM
Things are going well for Jim Spanfeller. The CEO of Forbes.com has seen the Web site's revenue climb 50% in the first half of this year compared with the same period last year. In 2003, revenue jumped 60% compared with 2002.
He credits some of the growth to general trends surrounding the Web. "The overall comfort level with the Web-and the understanding of the Web in general and specifically as a b-to-b branding medium-is going up," Spanfeller said.
But part of Forbes.com's success is due to Spanfeller's own showmanship and his salesmanship in promoting both the site and the Web in general as a branding medium. Forbes.com research shows that CEOs and other top executives are online every day, an indication that the Web is a useful vehicle for reaching the C-suite.
Spanfeller has run brash advertising trumpeting the power of Forbes.com and its 7 million-plus unique visitors a month. Central to Forbes.com's advertising are two money-back guarantees. In the first, Forbes.com guarantees that marketers that run a specified amount of advertising on the Web site will see an improvement in their brand metrics, as measured by Dynamic Logic or another third party. So far, more than 30 companies have taken the challenge and Forbes.com has not refunded a dime of ad money.
"They've all worked," Spanfeller said. "Even if some have worked less than others, we've never had to give money back."
A second guarantee from Forbes.com takes square aim at The Wall Street Journal. Forbes.com promises that an ad campaign on its site will outperform (in terms of brand metrics) a campaign of equal dollar value in the Dow Jones & Co. flagship. The guarantee is only a few months old, and so far no advertiser has taken the challenge. Several companies, however, are considering taking the bait. "It requires two different repositories of money, the offline budget and the online budget," Spanfeller said.
Even in light of Forbes.com's continued strong growth, Spanfeller may be even more optimistic about the Web's future. He sees current trends continuing to help the Internet provide a viable advertising alternative to both broadcast outlets such as network TV and niche outlets such as trade publications.
The first trend Spanfeller sees as boosting the Web's marketing power is the increase in broadband users and rich media offerings. The ability to deliver TV-style advertising with light, sound and motion will further improve the Internet's branding power.
Secondly, the Web continues to boost the capability to target an audience. "We can target by SIC code, by job title, by geography," Spanfeller said. "We can even target a specific company." This capability may help broad sites such as Forbes.com garner ad dollars that used to go to trade publications or niche Web sites.
And finally, Spanfeller said, the increased portability of computers and other devices will boost the Web's ubiquity and only enhance its marketing power. "There are PDAs, cell phones, Wi-Fi and Wi-Max," he said.
ELLEN OLSON, SENIOR VP-WORLDWIDE MARKETING, E.PIPHANY
Ellen Olson joined E.piphany in the spring of 2003 during what she describes as a "quiet time" for the customer relationship management company. "Our marketing awareness had lost some steam, as had our revenues," Olson said. "I was brought in and charged with recalibrating our marketing vision, re-establishing awareness and building a sense of community with our customers and partners."
Unfortunately, during that "quiet time" many other companies emerged in the CRM and marketing automation environment, many of them much bigger than E.piphany. With more than 20 years of experience as a senior marketing manager in the enterprise software industry-including top positions with MarketFirst Software, Delano Technology and Informix-Olson realized that the best way to differentiate E.piphany was to focus on vertical industries where the company had been most successful.
"We retrained our efforts towards the financial services, telecommunications, insurance, travel and retail industries," Olson said. "We developed very targeted messages for these verticals. One of our most important messages was telling them how we could help them turn in-bound customer touches into prime selling opportunities."
The narrow focus reaped an almost immediate boom in business. The company saw a 23% increase in the number of licenses sold in 2003 compared with 2002. E.piphany also finally achieved profitability last year, Olson said, and generated revenue of more than $96 million. In total, E.piphany has sold its full-suite CRM software to more than 475 clients, including 35% of the Fortune 100.
One very successful program was building customer events where customers would share their E.piphany success stories with others. "Customer testimonials hold enormous power and credibility," Olson said. "It's much more convincing than when we say it."
Several of its customers have been lauded for their CRM implementations. Four of its customers-KLM Royal Dutch Airlines, Boise Office Solutions, GSI Commerce and Grupo Financiero Bital-have won the Gartner CRM Excellence Award in the past three years.
"The best gauge of your success is often your customer's success," Olson said. She is particularly proud of putting E.piphany back on track with what she calls a "pretty conservative" marketing budget, and that her company was able to survive the shakeout in the CRM market when many companies folded or were gobbled up by the giants such as Microsoft Corp.
Olson believes that to thrive today in the CRM field takes a better understanding of how marketing, sales and services are interconnected. "It's evolved very rapidly in terms of sophistication," she said. "But everything we do in CRM should still ultimately center on driving the next set of customer interactions."
HOWARD SOLOMON, EXEC VP, RUDER FINN
When Howard Solomon took over Ruder Finn's Chicago office in 1997, he thought it was only going to be a quick sprint to get the operation back onto solid footing. But soon after this avid ultra-marathoner and triathlete moved to the Windy City from New York, he knew he was in for the long run.
"The office had earned a shoddy reputation, was losing money quickly and had only a handful of people trying to salvage the business," Solomon said. "I came in with experience in the tech field, and I thought the best way to start was to play to what I knew best."
Solomon stepped in and gave the office an almost instant focus, bringing Internet service provider client CompuServe with him for starters. "I recognized that we couldn't be all things to all people," he said. "We needed domain expertise that we could leverage, and the only way we could do this was to immerse ourselves in the ways of enterprise software, wireless and business-to-business communications."
Solomon surrounded himself with staffers with significant experience in these and other up-and-coming tech fields. "The secret to my success is to hire people better and smarter than me," he said. "They made me and this office look good."
Ruder Finn's Chicago office steadily regained its reputation through its focused approach into the new millennium.
And while many competitors suffered following the dot-com implosion and the economic downturn of subsequent years, Solomon kept the office on course and scored several key wins, including the $7 billion supply chain giant Exel, $600 million IT Consultant Forsythe, Inforte, InterDigital, SPSS and Technology Solutions Co.
It's no wonder that Ruder Finn, Chicago, has maintained a 90% employee retention rate for the past three years, among the highest in the industry. "Loyalty is an amazing force for both our team and our clients," Solomon said. "We have 100% client 'referenceability' and a tremendous amount of repeat business."
Solomon believes that the key to great PR is not only having domain expertise but also being able to "see our clients' business just like they do."
Being able to have such a holistic vision routinely impresses Ruder Finn, Chicago's clients and "makes the office extremely difficult to compete with," Solomon said.
For such sound strategic thinking and building a track record of success, Solomon was promoted to exec VP in 2003 and has added the Los Angeles office to his purview.
"Like Chicago, the L.A. office also is focusing on b-to-b technology, but since it's L.A., we're also broadening our horizons with fun areas like gaming."
GARY STEIN, SENIOR ANALYST, JUPITER RESEARCH
Gary Stein has been involved in interactive marketing for a decade. "I've been doing this for longer than you actually could do it," he cracked.
He started in interactive marketing at Poppe Tyson's Silicon Valley outpost and later was senior strategist at Red Sky, a San Francisco interactive agency.
Now, as a senior analyst at Jupiter Research, a unit of Jupitermedia Corp., Stein puts his insider's experience to work by tracking online advertising, keyword search and other elements of online marketing.
Over the years, he has seen interactive marketing techniques such as banners, e-commerce and rich media ebb and flow from the next big thing to the next big bust. He's also seen billions of dollars in market capitalization evaporate and Web surfing fade. "People are not just skipping though the Internet," he said. "They're going to sites repeatedly. Nobody surfs."
In following Google, CNET Networks and other companies, though, Stein sees a renewed bullishness in interactive marketing. "I have multiple feeds," he said. "I see what advertisers are doing. I hear what advertisers say they want to do and are not able to do, and I hear what [media] providers are offering."
He sees a number of trends that will affect interactive marketing for the foreseeable future. First, targeting is not going anywhere. "That's the most interesting thing: targeting people when they actually want stuff," Stein said. "Search is there. Behavioral targeting is there. I'd also put vertical sites in there."
He cautioned, however, that targeting-even though, with Google's pending initial public offering, it is garnering outsized attention-is only a part of marketing on the Web. "One part of advertising is answering demand; the other part is creating demand," he said.
As broadband begins to enable the practical use of rich media banners, branding-part of the demand creation Stein cites-is becoming more widespread on the Internet.
Stein said that maybe it's taken a little bit longer than the wild-eyed speculators circa March 2000 thought, but the effectiveness of the Internet as a means to market and sell products has become a reality. He recalled a single issue of Wired magazine from the height of the dot-com craze that featured four separate ads focused on e-commerce Web sites and what the technology would enable. "There were a whole bunch of ads saying, 'Now you can shop in your underwear,'" he said.
The main change is that commercial use of the Internet is now focused less on frivolity and more on generating real revenue. "There's not so much a focus on the technology but on actual business goals," Stein said.
O. BURTCH DRAKE, PRESIDENT-CEO, AMERICAN ASSOCIATION OF ADVERTISING AGENCIES
There's much to celebrate at the American Association of Advertising Agencies these days, and it's not just the fact that advertising spending continues its healthy rebound from the economic downturn of recent years.
Under the leadership of O. Burtch Drake, who has been at the association's helm since 1994, the Four A's is planning to throw a huge industry party, Advertising Week, in New York Sept. 20-24. The event is designed to raise awareness of how important the industry is to the city.
"When you think of all the people employed by New York City agencies-media, talent and all those who work in the businesses that support them-it's a considerable slice of the workforce," Drake said. "In fact, it's the third-largest industry in the Big Apple."
Advertising Week will be modeled loosely on the apparel industry's highly successful Fashion Week and will include more than 200 events, including the Four A's Creative Conference and the Association of National Advertisers' annual Sponsorship and Event Marketing Conference.
Drake has also been championing many other initiatives, ranging from the launch of an XML media buying and payment platform to keeping close tabs on the accuracy of Nielsen ratings and magazine circulations.
Drake said he has been particularly impressed with the growth and sophistication of b-to-b advertising over the past few years. "B-to-b agencies, their clients and the methods have clearly evolved very rapidly," he said. "It's no longer 'look in the SRDS and make a few buys,' it's much more complex and spans the Internet, and has even splashed onto cable TV. "
Who: David AbelmanWhat: VP-retail marketing Where: Office Depot, Delray Beach, Fla. Why: Abelman oversaw the launch of a major campaign aimed at small-business users, including TV, online, print, radio and in-store promotions.
Who: Lisa BairdWhat: VP-worldwide advertising Where: IBM, Armonk, N.Y. Why: Baird led global advertising for the continuation of IBM's "e-Business on Demand" campaign in 2003, which defined a new vision for an on-demand business world.
Who: Jack BergenWhat: Senior VP-corporate affairs and marketing Where: Siemens, New York Why: Bergen has led the integration of the sales and marketing efforts of 15 Siemens operating companies through advertising, events, regional sales councils, public relations and community affairs. He received the BMA's William A. Marsteller Marketing Leadership Award in 2004.
Who: Debra BergevineWhat: CMO Where: Novell, Waltham, Mass. Why: In 2003, Novell launched a rebranding campaign, "We Speak Your Language," to reposition the company among C-level executives. The campaign resulted in double-digit increases in brand awareness in the first 90 days after its launch.
Who: Ed BuckleyWhat: VP-brand management and customer communications Where: United Parcel Service of America, Atlanta Why: In 2003, UPS rebranded the company with an extension of its "What Can Brown Do for You?" campaign. The revamp included a new logo, identity and integrated ad campaign.
Who: Beth ComstockWhat: CMO Where: General Electric, Fairfield, Conn. Why: Oversaw the launch of GE's rebranding campaign, "Imagination at Work," and was named BtoB Marketer of the Year in 2003.
Who: Lorrie Paul CrumWhat: VP-corporate communications Where: Parker Hannifin, Cleveland Why: Crum led the development of a major branding effort for the manufacturer, which included its first ever TV campaign aimed at engineers and business decision-makers.
Who: Mike DelmanWhat: General manager-advertising and events Where: Microsoft, Redmond, Wash. Why: Delman helped launch new advertising for Microsoft products in 2003, including Windows Server 2003, Office System and Windows XP Tablet PC. Microsoft also boosted its online budget substantially, spending $35 million on online ads in 2003.
Who: Jay FioreWhat: Director of marketing Where: eBay Business, San Jose, Calif. Why: Fiore directed the marketing efforts for the launch of eBay Business, which extended eBay's popular auction model to the b-to-b world.
Who: George JamisonWhat: VP-communications, United Technologies, Hartford, Conn. Why: Jamison spearheaded a new campaign, with the tagline "This is Momentum," to raise awareness of the $28 billion company, which has businesses ranging from elevators to fire security systems.
Who: Pam PollaceWhat: VP-director of corporate marketing group Where: Intel, Santa Clara, Calif. Why: Pollace led an integrated marketing campaign for Intel's Centrino mobile technology.
Who: Richard QuigleyWhat: Senior VP-global advertising and brand management Where: American Express, New York Why: Under Quigley's direction, AmEx continued its "Open: the Small Business Network" campaign. New media channels included "Open Dialogue," a radio ad program, and "The Restaurant," an NBC reality show that included AmEx product placements.
Who: Arun SinhaWhat: CMO Where: Pitney Bowes, Stamford, Conn. Why: Under Sinha's direction, Pitney Bowes launched a major rebranding campaign, repositioning the company as a provider of document management services.
Who: Connie WeaverWhat: Exec VP-public relations, marketing and brand Where: AT&T, Bedminster, N.J. Why: Weaver oversaw the launch of this year's $200 million campaign to reposition AT&T from a telecom company to a leading provider of networking and communications services. (see profile, page 22)
Who: Mike WinklerWhat: CMO Where: Hewlett-Packard Co., Palo Alto, Calif. Why: Under Winkler's direction, HP launched a major integrated marketing strategy called Operation One Voice to bring consistency to all brands and messages within the organization.
Who: John AdamsWhat: Chairman-CEO Where: The Martin Agency, Richmond, Va. Why: The Martin Agency, which was named BtoB's top midsize agency in 2004, created an integrated rebranding campaign for UPS with the tagline "What can Brown do for you?" Other clients include Dow Jones & Co., Dominion Resources and Global Crossing.
Who: Carl AndersonWhat: President-CEO Where: Doremus, New York Why: Doremus celebrated its 100-year anniversary in 2003 and launched major integrated campaigns for clients including United Technologies, TRW Automotive, ITT Industries and Autodesk.
Who: Steve CollinsWhat: President-CEO Where: Martin/Williams Agency, Minneapolis Why: Martin/Williams won the Grand CEBA Award, presented by American Business Media, in 2003 for its Syngenta integrated campaign. It also created campaigns for Staples, 3M, Cargill, Steelcase and GlaxoSmithKline.
Who: Pat DermodyWhat: President of integration Where: DDB Chicago Why: In 2003, DDB created award-winning campaigns for b-to-b clients including Emerson, USG, Home Depot and Pep Boys Commercial Services.
Who: Sarah FayWhat: President Where: Carat Interactive, Boston Why: Carat Interactive churned out innovative campaigns for clients including Macromedia, Siebel Systems and Palm Computing. It also launched a search marketing practice in 2003 and won several industry awards.
Who: Brian FetherstonhaughWhat: Chairman-global brands Where: Ogilvy & Mather Worldwide, New York Why: Fetherstonhaugh leads Ogilvy's 20 largest global accounts, including IBM, Cisco Systems, DHL Worldwide Express and AT&T Wireless. (see profile, page 22)
Who: Guy Gangi/Gordon HochhalterWhat: Partners Where: Mobium Creative Group, Chicago Why: Gangi and Hochhalter continued to lead Mobium's growth and excellence in creative work, including award-winning campaigns for MeadWestvaco, NEC-Mitsubishi and TeamQuest Corp. in 2003.
Who: Pete KovacWhat: President-CEO Where: NKH&W, Kansas City, Mo. Why: NKH&W grew its revenue by 19% in 2003 and launched award-winning campaigns for FMC, American Angus Association and Sprint Partnership Marketing Group.
Who: Michael McLarenWhat: Exec VP-director of global accounts Where: McCann WorldGroup, London Why: McLaren leads worldwide marketing efforts for Microsoft and other McCann clients by coordinating account planning among the group's McCann-Erickson advertising agency, Future Brand brand agency, Universal McCann media agency, Weber Shandwick public relations shop and MRM Partners CRM business.
Who: Rip RipleyWhat: Chief operating officer Where: BSM&R, Denver Why: Ripley, who served as international chairman of the Business Marketing Association in 2003-04, oversaw the agency's revenue growth of approximately 15% in 2003.
Who: Andrew RobertsonWhat: President Where: BBDO Worldwide and CEO, BBDO New York. Why: BBDO continues to demonstrate its strength in exceptional b-to-b advertising, from General Electric's "Imagination at Work" rebranding campaign to integrated campaigns for FedEx, Office Depot and Cingular.
Who: Richard RosenWhat: President-CEO Where: AlloyRed, Portland, Ore. Why: Rosen was named the Direct Marketing Association's B-to-B Marketer of the Year in 2003. AlloyRed clients include Primavera Systems, Symantec and Merant.
Who: Rick SegalWhat: CEO Where: HSR, Cincinnati Why: HSR opened a new office in Chicago and created award-winning campaigns for Hobart, Kodak Professional, AK Steel and GE Aircraft Engines.
Who: Gary SlackWhat: Chairman-CEO Where: Slack Barshinger, Chicago Why: Slack Barshinger's outstanding work for clients including eBay Business, Dairy Management and Tellabs earned it recognition as BtoB's best small agency in 2004. Slack Barshinger was also named Agency of the Year by the BMA this year.
Who: Chan SuhWhat: Chairman-CEO Where: Agency.com, New York Why: Agency.com, which was named BtoB's top interactive agency in 2004, developed award-winning work for clients including Hewlett-Packard Co., W.W. Grainger, Visa and T-Mobile U.K.
Who: Ron KlingensmithWhat: VP-creative director Where: Slack Barshinger, Chicago Why: Klingensmith oversees creative work at the agency, including the award-winning integrated campaign that helped launch eBay Business in 2003.
Who: Don SchneiderWhat: Exec VP-executive creative director Where: BBDO New York. Why: Schneider was responsible for General Electric's rebranding campaign, "Imagination at Work" and also oversees creative work for FedEx, Office Depot and Cingular. (see profile, page 22)
Who: Cliff SorahWhat: Senior VP-creative director Where: The Martin Agency, Richmond, Va. Why: Sorah has led the agency's work on UPS' "What Can Brown Do for You?" campaign. He also oversees work on TVLand and Nick at Nite campaigns aimed at media buyers.
Who: Stephen ThompsonWhat: VP-creative. Where: Agency.com, New York Why: Thompson is creative leader for Agency.com's work on Hewlett-Packard Co.'s online brand strategy. Under his creative leadership, HP.com was named the top Web site in BtoB's NetMarketing 100 in 2003.
Who: Chris WallWhat: Senior partner and co-creative director. Where: Ogilvy & Mather Worldwide, New York Why: Wall's creative vision has been instrumental in Ogilvy's outstanding work for IBM, American Express, AT&T and other b-to-b clients.
DIRECT & DATABASE
Who: Matt BlumbergWhat: CEO Where: Return Path, New York Why: Blumberg added e-mail acquisition, list management and market research services to Return Path's e-mail deliverability expertise with the acquisition of NetCreations.
Who: Ray ButkusWhat: President-Large Business Group Where: infoUSA, Omaha, Neb. Why: Butkus oversees the infoUSA unit that includes Donnelley Marketing, Catalog Vision, Walter Karl and Yes-mail/ClickAction.
Who: Krishna ChettayarWhat: Assistant VP-marketing strategy, Sales & Marketing Solutions division Where: D&B, Short Hills, N.J. Why: Chettayar is integrally involved in D&B's data quality initiatives and is a strong proponent of adding intelligence to raw data on behalf of customers.
Who: Ralph DrybroughWhat: CEO Where: MeritDirect, White Plains, N.Y. Why: MeritDirect has been on a new-business tear the last 12 months, landing clients such as OfficeMax, Penton Media and New England Business Service. (see profile, page 23)
Who: Lori FentemWhat: President Where: Synergy Solutions, Phoenix Why: In the face of telemarketing industry challenges brought on by the National Do Not Call Registry, Fentem has made a concerted effort to garner more b-to-b business.
Who: Yvonne FurthWhat: President-COO Where: Draft Chicago Why: Under Furth's leadership, the agency won new business this year from John Deere and the National Postal Forum.
Who: Cyndi GreenglassWhat: President-agency services Where: Diamond Marketing Solutions, Bloomingdale, Ill. Why: Greenglass, chairwoman of the DMA's Business-to-Business Council, is working to build the council's membership to include more nontraditional b-to-b marketers.
Who: Vin GuptaWhat: Chairman-CEO Where: infoUSA, Omaha, Neb. Why: Gupta has continued to lead the data giant in an aggressive growth strategy that has included the recent acquisitions of Edith Roman Associates, E-Post Direct and OneSource Information Services.
Who: Russell KernWhat: President Where: Kern Direct Marketing, Woodland Hills, Calif. Why: Kern's b-to-b shop saw an increase in direct marketing revenue in 2003 despite the continuing economic slump.
Who: Larry MosnerWhat: CEO Where: Deluxe Corp., St. Paul, Minn. Why: Check printer Deluxe Corp. in May acquired direct marketer New England Business Service in an $800 million deal that significantly increased the direct marketer's footprint in the small-business market.
Who: Elaine O'GormanWhat: VP-strategy Where: Silverpop, Atlanta Why: O'Gorman was recruited by Silverpop in January to oversee e-mail marketing strategy, campaign management and execution, and analytics.
Who: Ivona PiperWhat: VP-database marketing Where: Staples, Framingham, Mass. Why: Piper is guiding Staples' database division as it evolves from scheduling direct marketing campaigns around its promotions calendar to sending out campaigns based on customer purchasing patterns and needs.
Who: Ernan RomanWhat: President Where: Ernan Roman Direct Marketing, Douglas Manor, N.Y. Why: Roman pioneered a methodology for integrated direct marketing as well as the Consensual Database Opt In Process.
Who: Seth RomanowWhat: Director-worldwide customer knowledge management and analytics Where: Hewlett-Packard, Houston Why: By analyzing the ROI for HP's marketing programs, Romanow gets an accurate handle on the effectiveness of channels such as direct mail and e-mail. Based on that knowledge, customized newsletter open rates increased dramatically.
Who: Deborah ZuccariniWhat: President Where: Experian Marketing Services, Schaumburg, Ill. Why: Zuccarini led Experian's long search to acquire an e-mail marketing company, which resulted in its acquisition of CheetahMail in April.
Who: Ron BelangerWhat: VP-search engine marketing Where: Carat Interactive, Boston Why: Belanger has created successful search strategies for companies including General Electric and Sun Microsystems.
Who: Steve BerkowitzWhat: CEO Where: Ask Jeeves, Emeryville, Calif. Why: Berkowitz oversaw the company's May acquisition of Interactive Search Holdings, which essentially doubled the company's market share.
Who: Dan BobergWhat: Director of strategic alliances Where: Overture, a Yahoo! company, Pasadena, Calif. Why: Boberg, who manages the paid search division of Yahoo!'s channel sales team, has incrementally grown the number of relationships Overture has with search engine marketing companies.
Who: Sergey Brin & Larry PageWhat: Co-founders Where: Google, Mountain View, Calif. Why: For continuing to garner the lion's share of the search market. (see profile, page 24)
Who: Chris ChurchillWhat: Founder-CEO Where: Fathom Online, San Francisco Why: Churchill brings considerable expertise as founder of ad products at Ask Jeeves, where he developed paid listings. Fathom opened a New York office in March and recently partnered with Quigo Technologies to enhance its ROI-based search services.
Who: Barbara C. CollWhat: Founder-CEO Where: WebMama.com, Palo Alto, Calif. Why: Coll is chairman-president of the Search Engine Marketing Professional Organization, which currently claims 230 members. The company she founded, WebMama.com, handles search engine marketing for clients including Hewlett-Packard, WebEx and Intuit.
Who: Kevin LeeWhat: CEO Where: Did-it.com, New York Why: Lee's Did-it.com is known for its proprietary technology for real-time keyword bidding and tracking. A search engine marketing veteran, Lee is on the board of SEMPO.
Who: Craig Pisaris-HendersonWhat: Chairman-CEO Where: FindWhat, Fort Myers, Fla. Why: Pisaris-Henderson recently closed a merger with European paid listings company Espotting Media and earlier in the year inked a deal with Thomas Global Register to provide paid placement for b-to-b industrial companies.
Who: Lance PodellWhat: President Where: Kanoodle, New York Why: Podell left Primedia's sponsored links unit, Sprinks, in December to launch Kanoodle's content-targeted advertising business. MarketWatch and MSNBC each have since tapped Kanoodle as exclusive provider of their content-targeted links.
Who: Lisa WehrWhat: Founder and president Where: One Up Web, Suttons Bay, Mich. Why: Last year, Wehr's company won the Best SEM Vendor in ClickZ's Marketing Excellence Awards. A few months later, she was the 2003 recipient of the Ernst & Young Entrepreneur of the Year award.
Who: Robert CallahanWhat: Chairman-CEO Where: Ziff Davis Media, New York Why: Callahan has overseen what many considered the near impossible job of turning around Ziff Davis, which faced bankruptcy. It remains to be seen how bets on the consumer side-such as Sync magazine-will play out.
Who: Kelly ConlinWhat: President-CEO Where: Primedia, New York Why: Named CEO in late 2003, Conlin has the unenviable task of turning around Primedia, and the former IDG CEO began this most notably by decentralizing management structure and forcing out some top executives.
Who: Mike FriedenbergWhat: VP-group publisher Where: InformationWeek Media Network, Manhasset, N.Y. Why: Around CMP Media flagship InformationWeek, Friedenberg has overseen the launch of Optimize and other brand extensions in print, events and online. InformationWeek has even launched a consulting services arm.
Who: Peter HoytWhat: President Where: Hoyt Publishing Co., Skokie, Ill. Why: Hoyt, the chief executive at this small company, which publishes P-O-P Times, took the innovative step of creating an association, the In-Store Marketing Institute.
Who: Jeffrey KleinWhat: President-CEO Where: 101communications, Chatsworth, Calif. Why: Klein has helped pioneer an innovative method for making money on the Web with the launch of associations such as the IT Compliance Institute.
Who: Joe LoggiaWhat: CEO Where: Advanstar, Boston Why: Loggia, a former police officer, took over for Robert Krakoff, who remains chairman, at the beginning of 2004. While Krakoff searches for acquisition targets, Loggia applies the lessons he learned operating Advanstar's MAGIC trade shows.
Who: Pat McGovernWhat: Chairman Where: International Data Group, Boston Why: McGovern has been a pioneer in both tech publishing and international publishing, especially in China, where he has helped companies from Hearst to Reed Business Information launch publications.
Who: Gary MarshallWhat: CEO Where: CMP Media, Manhasset, N.Y. Why: In addition to helping CMP Media weather the tech drought in ad pages, Marshall has overseen the stepping up of the company's efforts to diversify into health care, especially with the acquisition last year of the Oncology Group and Cliggott Publishing.
Who: Bruce MorrisWhat: Exec VP Where: Thomson Media Group, Toronto Why: Morris helps oversee this Thomson Corp. unit, which includes American Banker. He is also in the spotlight, because he is helping prepare the unit for what is likely to be the most prominent b-to-b media sale of the year.
Who: David NussbaumWhat: CEO Where: Penton Media, Cleveland Why: Named CEO in June, Nussbaum is charged with righting Penton's debt-ridden ship. He immediately began implementing a plan that will flatten Penton's management structure and focus on generating online revenues.
Who: Scott SchulmanWhat: Senior VP-sales and marketing Where:The Wall Street Journal, New York Why: Schulman has led a revamp of the Journal's sales approach to include multiplatform selling, linking online, print and events for large marketers.
Who: Jim SpanfellerWhat: CEO Where: Forbes.com, New York Why: Spanfeller has become a vocal proponent of the branding capabilities of Web advertising, and he has put Forbes.com's money where his mouth is-offering money-back guarantees if ad spending on the Web site doesn't improve brand metrics. (see profile, page 24)
Who: Greg StrakoschWhat: CEO Where: TechTarget, Needham, Mass. Why: After launching a successful dot-com with TechTarget, Strakosch now has turned his attention to building the company into a multi-platform media outlet that delivers targeted content in print, events and online.
Who: Greg WattWhat: President-COO Where: Watt Publishing, Mount Morris, Ill. Why: Watt has led his company's forays on the Internet, most recently by partnering with SearchChannel.
Who: Jason YoungWhat: Senior VP-general manager, Ziff Davis Internet Where: Ziff Davis Media, New York Why: Starting from scratch, Young has helped rebuild Ziff Davis' online presence with b-to-b sites such as eWeek.com and gamer sites such as 1Up.com. Internet revenues have grown more than 200% between the first quarter of 2002 and the first quarter of 2004.
Who: Chris BaggottWhat: Founder-CMO Where: ExactTarget, Indianapolis Why: For creating one to one e-mail communications that the client can execute easily on a self-service basis and a limited budget. The software company also ranks highest among e-mail companies (98%) in terms of deliverability.
Who: Michael Della PennaWhat: Chief marketing officer Where: Bigfoot Interactive, New York Why: Bigfoot was recently named one of two best-of-breed vendors for e-mail marketing solutions by Forrester Research. Della Penna also serves as co-chairman of the Association for Interactive Marketing's Council for Responsible Email.
Who: Greg DrewWhat: Senior VP-general manager, Web Analytics Where: NetIQ/WebTrends, San Jose, Calif. Why: More than 60,000 clients use WebTrends analytics and the technology has won many awards, including most recently being named best Web reporting service by PC Magazine.
Who: Jordan GlazierWhat: General manager Where: eBay Business, San Jose, Calif. Why: Under Glazier's watch, business buying on eBay increased to an estimated $2 billion last year, up from $1 billion in 2002.
Who: John JoyceWhat: Senior VP-group executive Where: IBM Global Services, Addison, Texas Why: Joyce took over the helm of the world's largest IT services and consulting organization in May.
Who: Robert McLaughlinWhat: Co-founder and exec VP-product marketing Where: Aprimo, Indianapolis Why: Aprimo made huge strides in the marketing resource management industry in the past fiscal year.
Who: Ellen OlsonWhat: Senior VP-worldwide marketing Where: E.piphany, San Mateo, Calif. Why: Olson has revitalized E.piphany's CRM strategy by focusing efforts on key vertical industries. (see profile, page 24)
Who: David RosenblattWhat: President Where: DoubleClick, New York Why: Rosenblatt has helped guide the company through troubled waters to become one of the most successful e-mail and marketing technology companies in the world.
Who: Rand SchulmanWhat: Chief marketing officer Where: WebSideStory, San Diego Why: WebSideStory grabbed Schulman from its main competitor NetIQ/WebTrends in June 2003 and the industry vet helped launch the company's HBX on-demand analytics suite this February.
Who: Tom SiebelWhat: President-CEO Where: Siebel Systems, San Mateo, Calif. Why: No "Who's Who" list would be complete without Siebel, who continues to lead his company's domination of the CRM software market.
Who: Kathy BurnhamWhat: APR, senior VP Where: Padillla Speer Beardsley, Minneapolis Why: Burnham oversees one of the country's best-established b-to-b PR relations practices with clients such as BASF, Rockwell Automation and Johnson Controls.
Who: Terresa ChristensonWhat: Senior VP, western region, and managing director, Asia/Pacific Where: Brodeur Worldwide, San Francisco Why: Christenson sets the gold standard of client service and strategic experience in global agency operations and global client communications.
Who: Ken LuceWhat: President Where: Weber Shandwick Worldwide Southwest, Dallas Why: Luce was awarded PR News' PR agency professional of the year award in 2003. His focus on b-to-b segments has helped his agency win and retain clients such as Sprint, American Airlines and Microsoft.
Who: Josh LinknerWhat: Founder and CEO Where: ePrize, Detroit Why: Linkner has led his firm from inception to being ranked the No. 1 fastest-growing promotions agency by PROMO magazine. Its clients include United Airlines, ConAgra Foods and General Electric.
Who: Howard SolomonWhat: Exec VP Where: Ruder Finn, Chicago and Los Angeles Why: Solomon completely turned Ruder Finn's Chicago operation around, making it one of the nation's best b-to-b technology PR practices, and was recently given the reins to the L.A. office. (see profile, page 24)
Who: Roland DeSilvaWhat: Co-managing partner Where: DeSilva & Phillips, New York Why: With co-founder Reed Phillips, DeSilva has turned his firm into a leading media investment bank with innovative programs such as its annual M&A conference.
Who: Wilma JordanWhat: CEO Where: Jordan, Edmiston Group, New York Why: In the old boys' club of business publishing, Jordan has built one of the top media investment banks.
Who: Geoff RamseyWhat: CEO Where: eMarketer, New York Why: With CFO Terry Chabrowe, Ramsey co-founded eMarketer in 1996, and the e-business research firm has become a go-to source for a wide range of data about marketing and advertising online.
Who: Don SchultzWhat: Professor Where: Northwestern University, Evanston, Ill. Why: A professor in Northwestern's Medill School of Journalism, Schultz is one of the world's foremost experts on integrated marketing communications.
Who: Gary SteinWhat: Senior analyst Where: Jupiter Research, New York Why: Stein follows online advertising and interactive marketing for Jupiter, which means he often finds himself at the center of the debate over what the future of Web marketing will look like. (see profile, page 25)
Who: O. Burtch DrakeWhat: President-CEO Where: American Association of Advertising Agencies, New York Why: Drake leads initiatives on issues ranging from implementing new technology standards to improving work force diversity. (see profile, page 25)
Who: John Greco Jr.What: President-CEO Where: Direct Marketing Association, New York Why: Greco succeeds longtime president-CEO H. Robert Wientzen, bringing a strong background in technology-he's an engineer by training-as well as marketing.
Who: Gordon T. Hughes IIWhat: President-CEO Where: American Business Media, New York Why: Many of ABM's 230-plus members are considerably happier of late as ad spending has returned to normal, helping generate $19 billion in industry revenues in 2003.
Who: Robert LiodiceWhat: President-CEO Where: Association of National Advertisers, New York Why: Liodice and his staff represent more than 340 companies that collectively spend more than $100 billion annually in marketing communications.
Who: Greg StuartWhat: President-CEO Where: Interactive Advertising Bureau, New York Why: The ranks continue to surge for the IAB, whose members include AOL, CNET Networks, DoubleClick, Google, Yahoo! and more than 150 others.